Digitally purchased movies to become (almost) as useful as DVDs?

An Associated Press story reports that "Hollywood studios" (way to be specific) have given their blessing to a new technology that will allow people who buy digital movies to burn them onto DVDs and play them on any DVD player. The system, called Qflix, basically burns the movies with a copy-protection lock that DVD players can read; the only downside is that people will have to buy blank DVDs and make sure they have compatible DVD burners to use it. (Depending on pricing, it could be worth it in the long run for people who buy a lot of movies, though.) Studios might also choose to limit the number of times a certain movie can be burned. Sounds promising; now they just need find a way to keep providing consumers with the familiar thrill of piracy.